Edward Ruscha’s quote, “Good art should elicit a response of ‘Huh? Wow!’ as opposed to ‘Wow! Huh?'” is a thought-provoking statement that speaks to the nature of engaging and impactful art.

The “Huh? Wow!” reaction implies that good art should first confuse or challenge the viewer, causing them to question what they are seeing or experiencing. This initial confusion or curiosity (“Huh?”) is then followed by a moment of realization or appreciation (“Wow!”). This sequence suggests that the best art is not immediately understandable, but requires thought, introspection, and perhaps even a shift in perspective. The “Wow!” that follows the “Huh?” is a moment of enlightenment, a reward for the viewer’s effort to engage with the artwork.

On the other hand, the “Wow! Huh?” reaction implies a more surface-level engagement with the artwork. The immediate “Wow!” suggests an initial sense of awe or admiration, perhaps due to the artwork’s aesthetic qualities. However, this is followed by a “Huh?”, indicating confusion or a lack of deeper understanding. In this case, the artwork may be visually impressive, but it does not provoke the same level of thought or introspection as the “Huh? Wow!” artwork.

In today’s world, this idea can be applied not only to art, but also to other forms of media and communication. For example, in advertising or marketing, a successful campaign might first provoke curiosity or confusion, followed by an ‘aha’ moment. This process engages the audience, making the message more memorable and impactful.

In terms of personal development, Ruscha’s quote suggests the value of challenging oneself and embracing confusion or uncertainty as a part of the learning process. Rather than seeking immediate understanding or gratification (“Wow! Huh?”), we should strive for deeper, more meaningful insights that come from questioning and exploring the unknown (“Huh? Wow!”). This mindset encourages growth, resilience, and a more nuanced understanding of the world.